Health consciousness is in
vogue these days. If consumers aren’t practicing it, they are at
least talking about it, which has shined a spotlight on juice and juice
drinks. Sales have increased in many juice categories that have made
headlines for health benefits this year. From newcomers such as pomegranate
to good news on citrus staples, juice and juice drinks are basking in a
healthy glow.

“Consumption of juice may be up because of
health benefits and people’s interest in whole, natural or fresh
food,” says Gail Rampersaud, a registered dietician from the
University of Florida affliated with the Florida Department of Citrus.
“One hundred percent juice and other minimally processed healthy
foods are gaining popularity. One benefit is the nutrient density, which
means the amount of nutrients per calorie. Citrus juices and other popular
juices have higher amounts of nutrients per calorie.”

Orange appeal

Orange juice had both good and bad headlines this
year. Increases in prices due to citrus shortages attracted attention at
the same time that health research boasted its benefits. Yet, with $2.6
billion in sales and only a 0.8 percent drop, the category hardly was
struggling, according to data from Information Resources Inc., Chicago, for
the year ending Dec. 3, 2006.

Though IRI data reflects some negative changes in
brand sales, consumers do not seem to be shying away, which could be due to
health news. Recently, citrus juice consumption has been shown to be
beneficial in reducing the risk for oral cancer, colorectal adenomas,
urinary stones and Alzheimer’s disease. This research news was
publicized by the Florida Department of Citrus, Lakeland, Fla., in
collaboration with the University of Florida, Gainesville. Together, the
Florida teams reported the results of several studies showing beneficial
effects from citrus juice consumption.

“What we see in the research is an interest in
good or excellent sources of vitamin C, potassium and folate, and those
studies bring up nutrients that are in citrus juices,” Rampersaud
says. “In the future, we’ll see more information on the
phytonutrients in orange and grapefruit juice.”

One of many phytonutrient compounds, polyphenols, were
highlighted as the most beneficial compounds in a study on juice
consumption and Alzheimer’s disease. The study found that those
consuming fruit and vegetable juices at least three times per week had a 76
percent reduced risk for Alzheimer’s disease than those drinking
juice less than one time per week.

Where nutrients are concerned, new juices feature
additional beneficial ingredients to increase consumption levels. Already
on shelves are orange juices with added calcium and vitamins, new
inclusions are plant sterols, omega-3 fatty acids and fiber. Minute
Maid’s Heart Wise has 1 gram of plant sterols per 8-ounce serving for
a cholesterol-lowering benefit. Also targeting heart health, Tropicana
added omega-3 fatty acids to its Healthy Heart orange juice. The brand also
introduced Pure Premium Essentials with Fiber. The variety offers 3 grams
of fiber in every 8-ounce glass, which is as much fiber as a medium orange.
According to Rampersaud, fiber is one of the missing nutrients when
consuming juice rather than the fruit.

Premium, organic grow

As consumers continue to demand more upscale, natural
products, mainstream juice brands are answering the call. From the produce
section to shelf stable, new premium and organic offerings are hitting
shelves to answer the demand.

Tropicana joined produce-section juices, such as Pom
Wonderful and Bolthouse Farms, last summer with its launch of Tropicana
Pure Premium. Available in Pomegranate Blueberry, Mango Orange, Triple
Berry and Valencia Orange, the 100 percent juices feature shapely packaging
and a $3.79 for 1-liter price tag.

“We’ve been Starbuck’d and
Panera’d,” said Jim McGinnis, vice president of marketing for
Tropicana, in a statement. “That means consumers across many
categories are trading up to higher quality and better taste, and Tropicana
Pure will provide that enhanced juice experience.”

Many of last year’s new product launches debuted
diet options, new pomegranate blends and more smoothies. In this area,
well-known brands and new companies are creating trendy offerings.

The health benefits of juices do not exclude the
category from calorie counters as multiple diet options hit shelves this
year. Ocean Spray, Lakeville-Middleboro, Mass., introduced Diet Ocean Spray
Juice Drinks this spring. With only 5 calories per 8-ounce serving,
Cranberry Spray and the soon-to-debut Cranberry Grape varieties are
positioned as an alternative to diet soda. Also new from Mott’s, Rye
Brook, N.Y., is Mott’s Plus Light, which has half the calories and
sugar of regular apple juice. Similar to the remainder of the Mott’s
Plus line, the Apple Cranberry and Apple Blueberry varieties have 100
percent of daily recommended value of vitamin C, 20 percent vitamin D and
10 percent calcium. Coca-Cola’s Minute Maid brand also launched Just
10, a youth-aimed juice drink with 5 percent real fruit juice and 100
percent of the daily value of vitamin C.

Also adding value for the youth demographic, Tampico
Beverages, Chicago, launched Tampico Plus in early 2006. The four varieties
echo the company’s tropical appeal with added vitamins and less sugar
than regular juice drinks. An 8-ounce glass of Citrus, Mango, Tropical and
Kiwi Strawberry varieties has 25 percent of the recommended daily value of
vitamin D, which is the same as a glass of milk.

The health buzz on pomegranate, created by Pom
Wonderful, Los Angeles, has inspired other companies to get in on the
action. Zeigler’s, Campbell’s V.8 Fusion, Odwalla, Tropicana
Pure Premium and Langer’s all introduced new pomegranate and
pomegranate blend juices this year. Ocean Spray combined pomegranate with
its famous cranberries for its newest 100 percent juice offering. The
company’s Cranberry and Pomegranate has no added sugar and boasts a
full daily value of vitamin C.

In 2006, IRI data shows the strongest category growth
in juice and drink smoothies with a 52.4 percent increase in one year.
Stocked in the produce section, Bolthouse Farms, Bakersfield, Calif.,
introduced a Blue Goodness Smoothie variety, capitalizing on the popularity
of another antioxidant powerhouse — blueberries. Also adding to the
“goodness” are blackberries, elderberries, apples and bananas
for a smoothie high in antioxidants, fiber and B vitamins.

New to the category, e4b Fruit Purees give new meaning
to “smooth” in smoothie. The uniquely packaged Fruit Purees are
available in five varieties, including Pear Caramel and Blueberry
Raspberry. Standing for “easy for busy,” the 100 percent fruit
purees are available in flexible pouches with easy-close caps for on-the-go
replenishment.

One of the major players in the smoothie category,
Naked Juice Co., Azusa, Calif., was active this year with the launch of its
new Energy line as well as three new varieties. The four varieties of the
Energy line use the natural qualities of fruit, plus caffeine to fuel
consumers. Also new to its lineup, is a Black Currant variety in the Well
Being line and Purple and Gold Machine varieties in its Superfood line. The
tropically inspired Gold Machine has 11 minerals and vitamins and boasts a
cosmeceutical benefit.

The company also recently was purchased by PepsiCo,
showing the growing importance of natural beverages. Naked Juice’s
portfolio will continue to grow, says Rachel Kenney, spokesperson for Naked
Juice.

“We have a couple of things up our
sleeve,” she continues. “We’re very excited about
innovative flavor profiles and perhaps a new line, but it all goes back to
using the best bare naked fruits and matching our flavor profiles with what
consumers want and including functional benefits.”

What’s the next pomegranate?

Following hot on the heels of the success of
pomegranate juice, some companies are trying to spot the next trendy fruit
juice. Tart is Smart cherry juices from TPG Enterprises, Othello, Wash.,
highlights the antioxidant levels and health benefits of cherries.
Available in four cherry-based varieties, Tart is Smart has 17 antioxidants
and is said to help joint health and enhance sleep. If tart isn’t
appealing, Sundia Corp. offers Watermelon, Watermelon Pomegranate,
Watermelon Blackberry and Watermelon Limeade juices. The 100 percent juices
carry the American Heart Association’s heart healthy seal and contain
high levels of lycopene. Acai is popping up as a flavor in new beverages
and Sambazon, San Clemente, Calif., made it the star of its Purple Power,
an organic acai smoothie. Purple Power is an acai and blue agave-flavored
juice that followed the company’s summer launch of six organic
acai-based smoothies. Also riding the health wave, is Sunsweet PlumSmart
juice from Sunsweet Growers Inc., Yuba City, Calif. Tagged as “a
nutritional powerhouse” the 100 percent juice contains fiber,
magnesium, potassium and chicory root for increased digestive health
benefits.

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